Optimizing Banking E-Service Excellence: A CSI and IPA Approach to Customer Satisfaction

Authors

  • Adrea Hanna Theresa Institut Bisnis dan Teknologi Pelita Indonesia
  • Teddy Chandra Institut Bisnis dan Teknologi Pelita Indonesia
  • Yusnita Octafilia Institut Bisnis dan Teknologi Pelita Indonesia
  • Mazzlida Mat Deli Universiti Kebangsaan Malaysia
  • Sarbaeni Sarbaeni Kanazawa University

DOI:

https://doi.org/10.55583/invest.v6i1.1305

Keywords:

Customer Satisfaction Index (CSI), Importance Performance Analysis (IPA), E-Service Quality, Customer Satisfaction

Abstract

This study aims to assess the level of customer satisfaction at Bank BCA Harapan Raya Branch in Pekanbaru by analyzing the gap between customer expectations and their actual experiences. It also identifies which service criteria should be prioritized for improvement. The research employs the Customer Satisfaction Index (CSI) method to measure overall customer satisfaction and the Importance Performance Analysis (IPA) method to evaluate the importance and performance of each electronic service attribute, determining priority areas for improvement. The results show that 77.71% of customers at Bank BCA Harapan Raya Branch fall into the "Satisfied" category, indicating that most customers are generally pleased with the services provided. Attributes located in Quadrant II (service speed, service reliability, transaction security, and accessibility) should be maintained, while those in Quadrant I (ease of use, transaction security, and accessibility) require immediate improvement.

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Published

2025-04-15

How to Cite

Theresa, A. H., Chandra, T., Octafilia, Y., Deli, M. M., & Sarbaeni, S. (2025). Optimizing Banking E-Service Excellence: A CSI and IPA Approach to Customer Satisfaction. INVEST : Jurnal Inovasi Bisnis Dan Akuntansi, 6(1), 195-205. https://doi.org/10.55583/invest.v6i1.1305